We believe that the new branding better reflects our business approach and culture as we grow our business — Luis Nieves, AUL Founder and CEO
Berkeley, CA (PRWEB) December 20, 2012
Award-winning graphic design company San Francisco Bay Area based Project6 Design, is proud to feature a case study on the strategy, branding, print and marketing collateral design refresh they have done with national automotive service contracts leader AUL.
Project6 worked with AUL on a high-level strategic brand analysis, the finding of which showed that AUL’s logo and brand identity were not clearly communicating who they are as a company. AUL is a leader in the automotive service contracts industry and has a unique corporate culture and a strong human element that was important to focus upon. This brand attribute inspired Project6 Design in the creative process.
The new logo and brand identity feature a strong human element to reflect the approachability of the company and its culture. Using a friendly lower case font for ‘AUL’ and a ‘parafoil’ as an abstract representation of the protection the company provides its customers helped to portray this human element in the design. The brand consistency is achieved with a fun and flexible identity that is used across all marketing collateral pieces. The print design work Project6 has updated in the re-branding process also emphasizes the company’s openness and features human interaction and a lighter, more transparent approach to AUL messaging and content.
"The response from our agents has been overwhelmingly positive,” said AUL's Marketing Manager, Jacqueline Swank. “They are excited about the logo and sales materials and believe it is a terrific step forward for AUL."
AUL Founder and CEO Luis Nieves said: "AUL has always demonstrated the commitment to innovation and change since the introduction of the revolutionary "Any Year, Any Mileage®" program 22 years ago. We believe that the new branding better reflects our business approach and culture as we grow our business, yet we will always maintain the values and standards we set at the founding of AUL, to be the premier service contract administrator in America."
“Working with a brand like AUL is truly a pleasure for our team,” said Esten Sesto, President and Founder of Project6 Design. “They are a leader in their industry and really stand out with their corporate culture and smart business approach. We think that the re-branding efforts we have made together highlight their unique organization and what makes them special. We look forward to continuing to evolve the brand with new marketing updates and collateral in the New Year as AUL grows.”
About AUL Corp.
AUL Corp. founded the national used car service contract industry in 1990, with its still famous "Any Year, Any Mileage®" Vehicle Service Contract. AUL continues leading its industry and is the only provider of its type authorized to conduct business in all 50 states, as well as some Caribbean locations. AUL enjoys a long relationship with its underwriters who hold an A.M. Best rating of "A" Excellent. AUL Corp. also enjoys the longest-term relationships in the industry with its agent and dealer clients, verified by independent third party research. AUL's mission is to be the premier service contract administrator in America, by any quantifiable measurement of business activity. To find out more, please visit http://www.aulcorp.com.
About Project6 Design, Inc.
Project6 Design, established in 2001, is an award-winning San Francisco Bay Area (Berkeley, CA) based graphic design firm that specializes in strategic brand, print, web design, and development services. Their unique process helps clients differentiate, validate their brand, and solve complex usability problems. Experts in the areas of High Tech, Retail, Education, and Nonprofit, clients include the Serena Software, eBay, CA Technologies, Old Navy, Gap, University of California - San Francisco, Stanford University, United Way, and the Siebel Foundation. For more information, call (510) 540-8005, email info[at]project6[dot]com, or visit http://www.project6.com.
(800) 826-3207 x242
Project6 Design, Inc.
Founder & President
(510) 540-8005 ext. 100